American Marketer


Jaguar Land Rover targets different audiences on US coasts

June 11, 2014

Jaguar Land Rover North America promotes brand Jaguar Land Rover North America promotes brand


Jaguar Land Rover North America is launching two very different campaigns on each coast of the United States.

In New York, the automaker will be helping families and teachers in an economically-troubled neighborhood identify health issues in school children, and in Los Angeles Jaguar will be sponsoring the British Academy of Film and Television Arts Los Angeles. By being involved in both, Jaguar Land Rover North America will showcase its ability to address the country's diverse culture.

"Jaguar sponsoring any award or celebrity event is a way to keep up with competitors," said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY.

"[Also,] Jaguar is looking at the other premium-luxury car brands sponsoring events and is following to capture a similar buyer," she said.

"This is a great way to give back and part of giving back in supporting the arts. It leaves a good feeling with consumers."

Ms. Fix is not affiliated with Jaguar Land Rover, but agreed to comment as an industry expert.

Jaguar Land Rover was unable to respond by press deadline.

Cross country involvement
P.S. 49 is in an economically-distressed urban neighborhood of New York's South Bronx. The school has been selected by Children’s Health Fund, a 27-year-old foundation that helps provide healthcare to children of economically-suffering urban and rural areas.

Jaguar Land Rover North America has pledged $500,000 to the fund for P.S. 49.

6-10 Jaguar PS 49

Children at P.S. 49

The grant aims to jumpstart the first “Healthy and Ready to Learn School” that will help teachers, parents and healthcare professionals identify heath problems of the children at the school.

Jaguar Land Rover’s participation will help screen and address health problems that impede children from learning. For example, many students suffer from common issues such as asthma, poor eyesight, dental pain, hearing problems, behavioral health challenges and hunger.

The pilot school, P.S. 49, serves more than 700 students, 97 percent of whom are eligible for free or reduced price lunch and about 20 percent of whom are English Language Learners, who speak a language other than English at home.

Jaguar Land Rover will help create a guide for parents that explains how to prepare their children to be ready to learn at school. The guide will be distributed across the country and reach about 25,000 families.

Children's Health Fund and Jaguar will help children stay healthy

At the other side of the country, Jaguar is sponsoring BAFTA LA to celebrate and honor achievements in the international entertainment industry, as well as call the brand back to its British roots.

Jaguar will be the official car of BAFTA LA and will provide transportation to the organization's events. Also, Jaguar will be present at the events.

Both ventures of the automaker were announced on June 9, and the two very different campaigns demonstrate the spectrum of values at Jaguar.

Heritage and charity
Philanthropic efforts and arts sponsorships are not a new concept to automotive companies.

For instance, Rolls-Royce Motor Cars drove its company-wide philanthropic efforts through a new partnership with the Southampton Hospital Paediatric Rheumatology Service in Southampton, England.

The British automaker chose the rheumatology service to be its house charity for 2013. Involvement in philanthropic activities can help a luxury marketer create positive morale internally while generating awareness for the brand and organization (see story).

Brand awareness is also produced by sponsorships like the BAFTA LA. The sponsorship has even a deeper meaning if the event resonates with brand values.

Other brands have enacted brand-appropriate sponsorships.

For example, to celebrate its British heritage Bentley Motors acted as a partner for the Coronation Festival at the Gardens of Buckingham Palace along with other luxury brands.

The Royal Warrant Holders Association’s event to mark the 60th anniversary of Queen Elizabeth II’s coronation has drawn more than 200 Royal Warrant-holding exhibitors. Bentley looked to showcase that it designed and hand-built The Queen’s State Limousine with a large display at the festival and a sponsorship of the Coronation Festival Gala (see story).

Jaguar Land Rover North America has embraced its British heritage through the BAFTA LA, but continues to open its doors to another country through its philanthropic efforts.

"Educating people who can potentially make a difference in the future is a great way for a company to give back to others," Ms. Fix said.

"Jaguar Land Rover is a wealthy company and philanthropy in a brand is a great way to give back to the community," she said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York